Every business needs a website, right? While that is the general consensus, what is the website supposed to do? What is its function and role within the business? This was a subject (website purpose) we addressed in the Agency Re-branding initiative. We wanted to define who we are and how our agency operates. This was not an easy task, but I believe we found the answer.
There is a lot of hype, energy, and an entire industry focused on Google rankings and Search Engine Optimization (SEO). The objective is to identify persons who are searching the web for information related to your product and directing them to your site. In a nutshell, this is the newest wave of broadcast advertising. In my research, it’s easy to distinguish this type of site from others. They are loaded with “content” to attract visitors who use a specific search term. In my opinion, these sites are often bloated with generic info for the sole purpose of increasing site visits by those surfing the web.
Our purpose in re-branding our agency was to define who we are and what we do. The answer was very clear: we are a small, local business focused on improving the lives of our customers who live in our expanded community. We do not compete with the large national brands. We don’t have their resources or advertising budgets. We “win” business by providing a superior customer experience, creating and maintaining relationships, and delivering extra value by being a trusted resource for our customers.
Internet marketing is for the insurance giants. A leading national auto insurance brand spends over a billion dollars each year to promote their product. In the past, we have engaged in marketing activities to promote ourselves locally on the web. Despite our many efforts, we have spent too much money on designing our website to increase the number of unknown visitors. In looking at our web traffic, the only visitors to our site are those that we have directed there. Our audience is those that know us or have been specifically referred to us by others. So what is our website supposed to do for us? More importantly, what is our website supposed to do for YOU!?!? Again, the answer was clear: It needs to enhance the customer experience by being an additional resource visitors can use to help with their insurance related needs.
Given our objectives, we basically took the opposite path of conventional wisdom. Our website has been redesigned for the benefit of our customers, not as an advertising mechanism configured to improve our Google rankings. We wanted a clean site that was easy to navigate, functional, and provides assistance for customers at their convenience or when we might not be available (the site is available 24/7, we are not). You can make payments, file claims & make service requests when the mood suits you. Convenient and functional is what we wanted to achieve. The purpose of our website is to provide an additional channel of communication for our customers and visitors.
We hope that our new site achieves its purpose to become a resource for you. Beyond being of extra service to you, we also included some features to assist you in promoting us. We would be delighted if you would take the time to provide us with a Google Review. If you want to connect via Social Media, “Like Us” on Facebook. Encourage your friends and family to contact us regarding their insurance needs online or by phone. The truth is that this isn’t OUR agency, it’s YOUR agency (You & Our = YOUR). We would be delighted to learn more about your experience and receive your feedback regarding any improvements.